As one of the new and rapidly emerging industries in recent years, the new media platform has been favored by countless individuals and enterprises for its fast timeliness, wide coverage and great influence. Personal self-media accounts and corporate accounts have appeared one after another on the platform. Many big brands have also begun to use the characteristics of new media platforms to carry out brand marketing and have achieved huge success. The concept of new media marketing was thus born.

So why is new media marketing so popular? So much so that many traditional enterprises have also transformed into Internet companies? The editor summarizes two major reasons:

Today, audiences spend more than 70% of their time on new media. Starting with new media will make it easier for users to see your content. Furthermore, new media can automatically match information of interest to users, greatly increasing users' attention to marketing. At the same time, the more relevant the content is to the user himself, the easier it is for the user to transform from a viewer to a disseminator.

So, how can we attract more audience attention?

Answer: "Close to the people." Why should users pay attention to content that is out of touch with the masses? Why would users be interested in content that is too advanced? Only "people-friendly" content can hit the user's pain points and make the user be marketed by you.

3. Create content that captures user emotions

Humans are emotional animals, so users are easily emotional. As long as you can hit their pain points and resonate with them.

For example~

Always sanitary napkins is a well-known American brand. It once shot a documentary-style advertisement with the theme: Like a girl.

For example: Run like a girl

Running like a girl (Picture from the Internet)

Fight like a girl (Picture from the Internet)

The same question was asked to the girls, and their answers were as follows:

Running like a girl (Picture from the Internet)

Throw like a girl (picture from the Internet)

The film interviews and compares the behaviors of boys and girls of different ages, and finally leads to the theme: When did "being like a girl" become an insult? Thereby implanting the brand image of always liberating women into people's hearts.

Why do many women recognize the Always brand? Because their content resonates with all women! Let them be willing to endorse always.

4. Impress the “self-informers”

Users who share practical knowledge account for 20% of the total number of users (for example, you who love learning! Yes, you!), and users who share content related to their own emotions, life, and feelings account for 80% of the total number of users. It can be seen that most of the content that users are willing to share is closely related to their lives and can arouse their curiosity.

Similar successful marketing cases : COCO internet celebrity milk tea, Haidilao Douyin eating method, etc.

Now we know the 4 keys to new media marketing

So what are the methods of new media marketing?

In addition to the well-known WeChat and Weibo , Zhihu, and search engines , the editor of Banbanxueyuan summarizes the following methods for you:

Viral marketing and event marketing are suitable for early brand promotion because these two types of marketing methods have a wide range of influence, can better capture the user's attention, and allow users to quickly establish a brand image. Emotional marketing, knowledge marketing, membership marketing, hunger marketing, word-of-mouth marketing, and interactive marketing are more used in the middle and late stages of brand promotion. After users have established initial awareness of the brand, emotional marketing can resonate with users; knowledge marketing and word-of-mouth marketing can increase users' recognition of the brand; membership marketing and interactive marketing can enhance the stickiness between users and the brand.

At the beginning of the article, the editor has been talking about new media platforms.

What platforms does new media have? Which platform partners can do new media marketing?

The editor classifies new media platforms into the following three categories:

The first camp is mainly composed of video platforms, which are more conducive to the creation of KOLs ;

The second camp is social platforms, where users are highly interactive and more active than users in other camps.

The third camp is the self-media platform , which is more professional and has a higher invitation rate for content, but its user fans are also more precise.

The following is the complete mind map of this article. Partners who need it can collect it:

Author: Banban Academy , authorized to publish by Qinggua Media .

Source: Banban Academy